3 Proven Ways for Amazing Remarketing Facebook Ads
It wouldn’t be hyperbole at all to suggest that social media in general, and Facebook in particular, has well and truly taken over a large chunk of our active lives. Whether it’s for news or bits of information or staying in touch with friends and family, Facebook remarketing ads plays a huge part and the numbers back it up.
Right now, there are 2.41 billion monthly active users on Facebook. It shows a 16% increase from the previous year, and the numbers are only going to go up. With such a dense population, it was a matter of time before companies and brands start using Facebook remarketing ads. So, by extension, social media could become a popular medium of advertising and information exchange.
E-commerce companies are gradually catching onto the idea of using viral Facebook campaigns. They are doing it as it aligns with their overall marketing strategy. Moreover, they can use it as an effective method of reaching out to users and selling their products.
What is Facebook Marketing all about
Take a user who’s dropped off the purchase cycle, for example. All it takes is a couple of well placed, relevant ads to get him to complete his purchase. So, why not make that part of his daily news-feed browsing instead of bombarding him with emails or isolated push notifications? This not only makes the user experience pleasant but also increases the chances of the served ad resulting in the desired outcome i.e getting the user back to your website/app and buying from you.
You cannot simply understate the sheer reach on offer through advertising on social media. No wonder most eCommerce brands are jumping on the facebook bandwagon.
The like and share button, the most common form of acknowledgment and approval on facebook, are viewed across almost 10 million websites/apps daily, and a total of 4.5 billion likes are generated every day. This highlights the constant presence and activity of a huge population of facebook, potential audience for advertising and marketing campaigns.
Facebook re-targeting definitely works, but what marketers need before venturing into these relatively untested shores is a strategy. Numerous options need to be explored and experimented with before landing on a clear, well-defined strategy.
When thought out and executed right, Facebook remarketing ads should result in 30% increased CTR for eCommerce companies at a 40% lower CPC. Here are three things that will guarantee that you do it right.
i) Segment your users
Facebook data is like this huge bucket of a mess that you’re diving into. There’s no way it will make sense without proper segmentation. You need to divide the data into separate piles based on clear parameters. This instantly makes the whole thing much simpler. Hence, it helps you to find parallels and patterns to make predictive advertising really easy.
But what are these parameters? Well, users on any website or app display various traits that you can document, such as repeat visits, the number of products they visit, the time they spend browsing. You can use these to divide users into various piles of similar characteristics. You can use the data to serve them ads of a similar nature reflecting their traits or tastes.
Not only does this eliminate the sense of randomness, but it also increases the chances of re-targeting your users since it results in more personalized and relevant ads.
ii) Complement your database with Facebook’s
Facebook’s powerful algorithms generate intricate data about its users. You need to do it to make sure that they gather the chief interests and likes of the enormous user base. It helps in making sure they’re shown relevant content on their news feed. The brands can make use of this data and use it in combination with their own intelligence to hone their marketing campaigns.
The two sets of data can offer a greater layer of distinction to the traditional segmentation criteria discussed above. This further increases the chances of the served ads having a successful impact on the users being targeted.
iii) Personalize in real-time
Segmenting users and mapping out accurate user persona is all well and good. Yet it is ultimately meaningless if the actual personalization is not on point. You should customize each notification in real-time, with a crisp and concise message, and flamboyant images wherever necessary.
Each ad that you serve to your users’ news feeds need to include a specific call to action button. Moreover, you need to monitor and update them frequently.
Standard A/B testing can help you determine which ads are performing well and persistent, while others that you should discard or reiterate upon. The reach and virality of the facebook remarketing ad depend on the actual content and aesthetics. So, it is important to make sure you design and curate them well.
Each ad needs to come complete with a customized landing page for the users who click on the ad. There is no universal consensus on its type. Therefore, it is up to the marketer to decide what kind of landing page would work best for a specific scenario.
You should not measure the final performance in isolation. You should rather take all the channels and their performances into account to add objectivity to the analysis.
So there you have it. A perfectly executed Facebook campaign is well-timed, takes into account every single metric. Additionally, it ensures the final output merges seamlessly with the users’ social media experience without being intrusive.
Of course, it goes without saying that constant analysis and tweaks can prolong the success of the campaign.
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Nishant Kadian takes care of content marketing for mFaaS. He is passionate about sharing his learning on the ad technologies, mobile ad fraud preventions, and more. Drop him a ‘Hello’ on LinkedIn or Twitter to start a conversation with him.